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Triggered & Transactional Emails That Really Work

Implementing automated email programs can be challenging, but the rewards are worth the effort. Take a close look at Allen Edmonds' successful approach including welcome series, cart abandonment, post-purchase, testing, outcomes and more.

4.
WHO IS THE ALLEN EDMONDS’ CUSTOMER?
Businessman, professional, politician or
leader in other fields where business attire
is expected
Typically dislikes shopping; appreciates
the professionalism and convenience of
Allen Edmonds stores and website
Not uncommon for him to ask for help
selecting footwear / fashion
Conscious of personal presentation – both
formally and casually – wants to be seen
as a smart dresser
Regardless of age, wants to be seen as
relevant, driven, mature yet youthful; loves
Timeless Classics, latest styles, custom
offerings and WebGems
Loves being “in the know” and appreciates
unique offerings with stories VS. same
old, same old
Core
customer
Our fast-
growing 2ndary
target is more
psychographic

23.
POST PURCHASE EXPERIENCE: NEW CUSTOMER
day 0 day 0/1 ship date 20 days post ship
Only to customers who
purchased shoes but no
belt.

24.
Only to customers who
purchased a recraftable
shoes.
Only to customers who
purchased shoes.
Time for a
Recraft
30 days post ship 38 days post ship 45 days post ship 350 days post ship
POST PURCHASE EXPERIENCE: NEW CUSTOMER